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2021 has been a game changer in many ways. Be it the way we live or the way we work.
Talking about Marketing..
Today’s B2B buyers are leveraging digital-first strategies, a fact clearly apparent to the B2B marketer in 2021 itself.
Buyers research, secretly in their own time. They do it in multiple digital channels of their choice.
There are also more touch-points in their buying journey. Plus, a larger buying committee, which makes marketing more challenging.
A recent research by Integrate and Heinz Marketing shows that existing team structures, processes and technology do not support the goals of today’s marketing teams.
Essentially, B2B marketing must adapt to a buyer-driven environment.
Precision Demand Marketing must adopt a buyer-driven, omni-channel approach that is more seamless, adaptive, and targeted across the funnel.
Content syndication initiatives, such as those at the top of the funnel, will be refocused so that they are more buyer-driven and effective.
Content syndication in the B2B marketing toolbox has proven to be successful.
But marketers have invested a lot of time and money into it without being able to prove its ROI.
Many marketers complain about poor data quality. Compounded by disparate, and complex systems in content syndication. Add to this, scaling difficulties.
The flip side is that with a solid strategy and trusted and proven execution from third-parties, content syndication can help marketers reach the greatest portion of their target market.
Even as you determine who would be a good fit.
This articles show you 4 ways to optimise your content syndication.
- Eliminate bad leads data
- Be precise when you target
- Connect sources and centralize them
- Create omni-channel experiences
The result is it makes content syndication strategies more effective, streamlined, and scalable.
#1. Eliminate bad lead data
B2B marketers’ biggest challenge is connecting with buyers.
Marketers still have a difficult time in collecting, updating, and maintaining clean data, which compromises their relationships with sales and leadership.
Managing high-volume lead gen campaigns without a system to process and reject bad leads creates manual work for the Marketing Ops team.
Worse, it causes delays in delivering poor quality leads to sales.
3 ways to fix bad leads
- Clean your data. Make it more actionable by prioritising efforts.
- Optimise spending and revenue by getting sales buy-in
- Leverage tools that reject bad leads, and balance early funnel leads and sales.
Read: How to Clean Dirty Data and Increase Your Marketing ROI
#2. Be precise when you target
With good data quality and confidence, you can target buyers with precision.
Increasingly, demand marketing is becoming buyer-driven and precise in its targeting.
By focusing on their ideal customer profiles or personas, B2B marketers can be even more focused in their targeting.
3 ways to solve this problem
- Use tools that allow you to precisely target your ICP
- Ensure that you only pay for those leads that make sense for your content syndication campaigns
- Use buyer and intent signals strategically. Understand your customers and their pain points. This is crucial to creating targeted buyer experiences.
Read: Step By Step Guide to Creating Your Ideal Customer Profile
#3. Connect sources and centralise
Many marketers are familiar with managing campaigns across several sources, channels, and publishers.
What they aren’t aware of is that there are better ways to do this.
B2B marketers must eliminate campaign silos and stop managing disconnected channels manually.
What is the solution?
- Find out how and where your prospects are engaging
- Find out which sources are most effective
- Combine these channels to provide customers with high-quality experiences that drive revenue.
- For a complete picture of performance, centralise demand, compare results, and optimise spending.
Read: 5 Tips for Identifying Your Target Market as a B2B Brand
- Create omni-channel experiences
To generate high-quality leads that convert, B2B marketers need to do two things:
- Orchestrate the buyer’s journey by guiding prospects
- Build meaningful connections with them
5 ways to solve this problem?
- Enhance buyer confidence and accelerate buying decisions. Activate and nurture prospects across channels in addition to ABM
- Use intent data and signals to target accounts that meet the ICP
and leverage those accounts
- Develop deeper personas at the demand level or buying committee level to drive this account activity.
- Identify creative and personalised ways for building trust with the individual buyer or executive sponsor. Think of personalised chatbots, direct mail, and other digital approaches.
- Utilise omni-channel approaches in conjunction with live events.
Read: 4 Steps To Creating A Seamless Omnichannel Experience
Conclusion
Marketers must continue to use content syndication as a channel.
But avoid or overcome bad data, un-actionable leads, and scalability issues.
The use of Precision Demand Marketing today can update, refine, and really work a channel that has lost its lustre over the years.
B2B marketers can prosper with this buyer-driven, omni-channel approach to content distribution, coupled with the right technologies that put data governance at its core.
Accelerate your leads with content syndication today!
Digitalzone puts your B2B leads and sales on steroids.
Using a global B2B database of 71 million companies, we have created and managed 46,872 successful campaigns for companies based in the USA.
We help B2B companies, just like yours, with Account Based Marketing, Content Syndication, Intent Based Marketing, Lead Generation and List Building.
Get in touch with us today, to accelerate your sales.
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Let us hear your comments below! And do share this article with friends or colleagues who’d benefit from it.
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Accelerate your leads and sales today Digitalzone puts your B2B leads and sales on steroids.
Using a global B2B database of 71 million companies, we have created and managed 46,872 successful campaigns for companies based in the USA.
We help B2B companies, just like yours, with Account Based Marketing, Content Syndication, Intent Based Marketing, Lead Generation and List Building.
Get in touch with us today, to accelerate your sales.
Did you like the article you just read?
Let us hear your comments below! And do share this article with friends or colleagues who’d benefit from it.
